S4C Shop, the newest graphic tee-riddled pop-up shop in West Queen West, is all about good vibes. Not only are all the storekeepers as sweet as they come, the brand itself -- Skate4Cancer -- is dedicated to spreading cancer awareness and inspiring youth to get involved.

Skate4Cancer is a non-profit organization deeply rooted in founder Rob Dyer's close encounters with cancer. Losing his mother, both grandparents, and best friend to the disease within the same year, Rob regarded the foundation as a way to pull through the suffering, converting grief to something both incredibly positive and bigger than his own experiences. What started as a few cross-country skateboarding tours quickly and unexpectedly turned into a long-term, ever-growing journey.

The store is another extension of his efforts. Together with Canadian brand (and fellow positivity promoters) The Escape Movement , Rob opened a split space just a couple of weeks ago. Though it'll be coming down in January to make room for yet another condo development, the next few months are set to test the waters for both labels -- inevitably telling whether or not they'll settle in a permanent brick-and-mortar location or remain entirely online.

Nevertheless, the current spot is a solid first venture, complete with minimal ebony walls, floors, and hang racks. The fixtures may be dark, but there's a welcoming overall atmosphere quintessential to organizations committed to optimism.

The left side of the shop stocks Andrew Morrison's creative outlet The Escape Movement, a section helmed by Katelynn Nangle. Their philosophy, she explained on my visit, is to encourage each person to do what they love -- just like Andrew did by launching the label. A cropped sweater ($68) and a burnout tee flaunting the in-your-face feather logo ($39) were the first things to catch my eye. The men's side carries similar garments; a striped tank ($34) and a burgundy hoodie ($69) became immediate favourites. Overall, the aesthetic is casual and no doubt comfortable.

The right side's all S4C merchandise, immaculately folded or hung under a wall conveniently splattered with the brand's insignia. I instantly gravitated towards the simple black mugs ($22) bearing uplifting words like "Keep your head up high, beautiful" and "You are so loved." A slew of colourful t-shirts ($30) also read inspirational texts, but customers can opt for one with a grumpy cat declaring "Fuck cancer" instead. Either way, as with all Skate4Cancer endeavours, a portion of proceeds is donated to hospitals and charities.

So stop by as soon as you can -- though there's a possibility of a permanent location, it's best to snatch up your feel-good garments now. After all, you won't be the only beneficiary; every purchase impacts those around you for the better, supports cancer patients today, and builds a brighter tomorrow.

Photos by Jesse Milns